Elaboración de un plan de marketing para la Empresa ICOPLAST de la ciudad de Riobamba, en la provincia de Chimborazo, período 2017

Abstract

The following research work has a main purpose to develop a marketing plan for ICOPLAST Company, which is located in Riobamba city, in the province of Chimborazo, 2017 term. The methodology applied was a survey of 300 hardware stores from the province of Chimborazo which are considered potential customers of the company, according the results it was obtained that 62% of surveyed consider that ICOPLAST products have good quality, 55% mentioned that they make purchases monthly and 61% of the clients surveyed mentioned that they have heard advertisements, however 58% do not know the corporative image of the company. The situational analysis led to the deployment of the political, economic and social fact of the country in contrast the situation of the company, and in this way define the strengths and face the threats of the environment, taking advantage of the opportunities offered by the market as long as it mitigates the negative effect of weaknesses that it could present. The marketing plan develops strategies adapted to the current diagnosis of ICOPLAST indicating specific actions and their control to evaluate the performance that each one will have during its application. The proposal recommends including all the employees of the company and maintaining a constant innovation according to the requirements of their customers.